Focus Do It All, the DIY retailer, has awarded its pounds 10
million centralised media planning and buying account to Media Insight
and is in the process of moving its creative business to BDH TBWA.
The media decision was made following a four-way pitch which also
involved BMP Optimum, Universal McCann Manchester and Dixon Moultrie
Silkstone.
Media Insight, MindShare’s second-string agency, which was the incumbent
on the Focus account, picks up an additional pounds 8.2 million of Do It
All business from BMP Optimum as a result of the win.
A review was called following the sale of Do It All by Boots to Focus
DIY for pounds 68 million in the summer. Since then, 212 stores
nationwide have been rebranded Focus Do It All.
Meanwhile, the creative account is moving without a pitch to BDH TBWA in
Manchester, the Focus incumbent and the sister of Do It All’s last
agency, TBWA GGT Simons Palmer.
The London agency created a series of high-profile branding ads for Do
It All last May.
Paul Bainsfair, the chairman of TBWA GGT Simons Palmer, said: ’Since
Focus took over Do It All it has become clear that their needs may be
best catered for by our sister agency, BDH TBWA in Manchester. We are in
discussions to decide on the best way of facilitating that.’
The advertiser’s future marketing strategy has yet to be decided. Jim
Lowe, the marketing director for Focus Do It All, said: ’There will be a
radical review with Media Insight of the media spend for the merged
company’s brand development programme.’
Kevin Grand, the managing director of Media Insight, said of the win:
’This endorses our strategic and competitive performance.’
Media Insight has worked on the Focus account since last year. BMP
Optimum held the Do It All account as part of its Boots business, which
also includes Halfords.
